We played with surrealism and sensation in this campaign for Shakti — creatively positioning product and brand to show what the Shakti Mat does and why it’s great.
Shakti Mats were the first acupressure mat to really make a mark online. Now, with their competitors promoting less effective products with none of Shakti’s ethics or customer focus, Shakti needed a fresh approach to help their market understand the value of a Shakti Mat and ensure it stands out in a crowded space.
We took the sensations of a Shakti experience and depicted it through colour, surrealist projection and movement. A hero brand film and cutdown versions communicate the what, how, and why of a Shakti Mat, with a focus on the sensations and benefits the mat brings to people who use it. A suite of impactful stills also extended the campaign through to social media and website use.
This refined and inventive visual storytelling approach was a big step away from Shakti’s previous infomercial style content. Communicating the product benefits of a Shakti Mat in a visually rich and entertaining way allows audiences to connect more deeply with the value of Shakti as a product and better understand Shakti as a brand. The campaign’s aesthetic has shaped the brand’s wider visual identity, with this new style continued throughout the Shakti Shala app and additional assets.